Seventh × Locke — Living in Uniform
Seventh × Locke — Living in Uniform
COLLABORATION CONCEPT BETWEEN SEVENTH AND LOCKE LIVING
Strategic partnership concept developed independently.
Project Type: Strategic Partnership Concept
Focus: Uniform Design / Brand Collaboration
a collaboration between Seventh and Locke Living to design uniforms that reflect the creative and design-led environments of Locke’s hospitality spaces.
Strategic Insight
Modern hospitality brands increasingly position themselves as cultural spaces rather than traditional hotels.
Locke Living has built a reputation for design-focused living spaces that attract creatives, entrepreneurs and cultural communities.
Uniforms could therefore become:
• part of the design environment
• part of the guest experience
• part of brand storytelling
The Opportunity
Instead of generic hotel uniforms:
Create a design-led hospitality wardrobe.
Examples:
• premium hoodies
• relaxed tailoring
• functional jackets
• staff pieces guests might want to buy
Collection Concept
Garments inspired by:
• hotel architecture
• neutral interiors
• relaxed creative lifestyle
Colours:
• stone
• charcoal
• sand
• muted navy
This matches Locke’s aesthetic.
Cultural Extension
Uniform
↓
culture
↓
product
The collaboration could extend into:
• community events
• creative residencies
• limited retail capsules
